Research on Branded Video Shares Reveals Hidden Opportunities

Unruly Social Video Lab that tracks more than 500,000 online video shares on a daily basis has conducted a research on branded videos that throws up hidden opportunities for advertisers and marketers. Unruly will provide details of its research as well as explain current video trends through its new Social Video Lab in London and its newly opened lab in New York.

Unruly has already tracked over 329 billion videos from 2006 and this data can help advertisers gain insight into their own social video distribution strategy, which in turn can help them make suitable changes to reach their desired goals. Unruly’s ShareRank tool uses an algorithm that considers more than 100,000 data points to make a prediction on the number of shares possible for a video even before that video is launched, thus helping predict as to which videos have the potential to go viral.

Another study by Decipher Research fortifies Unruly’s results and indicates that recommendations play a very important role in boosting the performance of ads. The research revealed that there was a rise of 14 percent in people that enjoyed a video by receiving a recommendation as opposed to those people that reached a video only through browsing. On the other hand, there was a drop of 41 percent for people that did not enjoy a video that they viewed based on a recommendation. This factor is very important since it plays a significant role in changing key brand metrics.

Furthermore, the research revealed that 68 percent of viewers managed to correctly recall a brand upon prompting, which was less than the 73 percent who managed to do the same after viewing a video based on a recommendation. Brands thus have a higher chance of achieving improved recognition as well as their marketing goals once viewership of their videos increases due to recommendations.

Recommendations not only resulted in a rise of 7 percent in brand association as per the research results, but in addition caused a 3 percent rise from 41 to 44 percent in agreement for key brand statements. Furthermore, the number of disagreeing viewers dropped by one-fifth when they viewed a video after a recommendation.

However, more startling figures emerged from the research that revealed that around 49 percent of viewers that viewed a social video made a purchase of the product advertised on that video within a span of 3 days. 38 percent of viewers also discussed the video with others by showing them the video online.

17 percent commented on that video, 13 percent visited the advertiser’s website, 9 percent posted or shared the video link on a social media site, 9 percent searched for the advertised product on a search engine, and 8 percent visited or followed the brand using a social media site. All of the above actions were taken instantly or within a span of 3 days, which in turn reinforces the power of a recommendation with regard to social videos.

The above figures reveal the true potential of boosting brand attention through social videos as well as the added boost it receives through recommendations.

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